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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/66792

    Title: 台灣車用電子廠之參展策略與績效的研究-以兩間個案公司為研究對象;The Exhibition of Strategy and Performance in Taiwan Autotronic′s Research-using two companies as the study case
    Authors: 李婞綺;Lee,Shing-Chi
    Contributors: 企業管理學系在職專班
    Keywords: 台灣車用電子廠之參展策略與績效的研究_以兩間個案公司為研究對象;Exhibition
    Date: 2015-01-24
    Issue Date: 2015-03-16 15:33:38 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 本研究主要討論以台灣車用電子廠商為樣本,以參加國際展覽行銷策略與績效為研究主軸,研究探討參展廠商行銷策略與參展績效。因本研究屬於探索性之質性研究,採個案訪談法,以訪談問卷內容以參展行銷策略7P′s、參展績效(參展銷售與非銷目的),並在第一個案部分對個案訪談資料加以分析整理,第二部分提出研究結論與建議。

    ;The research use the Taiwan local Autotronics manufactures as the study sample for mainly discussing the attending International Automobile Electronics Exhibition of marketing and performance strategy. The research use the Exploratory of Qualitative Research Method, and adopt the case study also analysis on the subjects from exhibition marketing theory of 7P′s to exhibition performance(selling objectives and non-selling objectives).After analyzed the cause study data then propose the study conclusion and suggestion.
    The study conclusion discovered: the exhibition fees is a commonly for whose regularly exhibitors as the daily of marketing activity and sunk cost, and concentrate on the non-selling objectives, such as create entrepreneur′s image and establish company′s reputation. Compared to the small-medium company the exhibition fees is the operating fix cost, that focus on the selling objectives and new orders.Secondly, the study also found the pre-exhibition training and simulating the product announce-ments help to accumulate the show experiences quickly also adjust the marketing strategy. Lastly, the join the exhibition is the fixed of marketing activity, the attend continually the show is as a significant indicator of the company′s operating steady for visitor (customer).
    Appears in Collections:[企業管理學系碩士在職專班] 博碩士論文

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